Digital ads aren’t like magazine or traditional television ads. Because digital ads come with a plethora of targeting options – from targeting devices to reaching specific people – digital audience segmentation can help you reach the right audience.
Digital Audience Segmentation Strategies
First, is demographic segmention. This is the most basic and of course is where the audience (potential customer) is divided into externally measurable characteristics such as age, income, sex, etc.
Second, behavioral segmenting, This is a more focused form of market segmentation, which groups consumers based on specific consumption patterns they display. Some examples include:
- Past purchasing history
- Browsing history
Another type of segmenting is dayparting. This targets users that are active at a particular time of day or day of week.
Designated Market Area
Next, Designated Market Area, or DMA. This is a segment Nielsen uses to standardize geographic areas for the purposes of targeting and measurement.
And yet another way to segment your audience is targeting past visitors of your site.
Lastly, this is audience segmenting based on usage of a product (such as heavy vs. light).
Best Practices for Better Targeting
- Don’t over-specify. Avoid making your strategy so specific that you end up with a reduced pool of potential customers. As a result, this is likely to hinder your campaign’s performance by reducing your audience.
- Target appropriately across media. Don’t address your audience purely from one front; you may be reaching a different audience with your mobile and social strategy, and consumers interacting with your message through these channels may behave differently than they would through other channels.
- Use past campaign analysis to revise your targeting strategy. It may sound obvious, but careful tracking of performance across past campaigns will tell you how well your message resonates with your target audience. Consequently, If your message is underperforming, it may be the creative – or it may be that the audience you have set doesn’t mesh with a particular medium. Furthermore, it could also mean you have perhaps defined your target audience too narrowly.
- Frequency cap. Bombarding your audience over and over tends to lead to decreased engagement with an ad. As a result, overexposure can lead to a negative association with your brand. Industry best practices place the frequency cap at 3.
If you’re still unsure how to narrow your target based on audience segmentation, TotalCom can help! We know a thing or two about reaching the right audiences with the right message.